Lead nurturing emails can be a powerful and efficient marketing tool when they are well-written. The trick is making sure every email has all of the essential elements to turn a prospective buyer into a loyal consumer.
Emails should be catered to their specific needs and interests rather than strictly promoting a product. It also needs to provide the reader with valuable information while casually guiding them towards the optimal outcome for the business. Lead nurturing emails are a company’s greatest opportunity to connect and entice potential consumers.
These are six essential elements that are in every successful lead nurturing email:
Catchy Headline and Intro
A lead nurturing email won’t be successful if it doesn’t capture their attention within the first few words. It is important to make sure the headline and first sentence clearly identify the topic and how the lead nurturing email will benefit the reader.
Solutions to Their Problems
Every lead nurturing email should come across as unbiased advice to a good friend. It doesn’t need to discuss every beneficial attributes of your business. It should only be focused on how your product or service can benefit their lives. Always remember that they are interested in solving their problems, not in supporting your business.
Offers Real Value
There has to be something in the lead nurturing email that immediately benefits the reader. It should provide them with useful information or make them a worthwhile offer. If you give someone valuable guidance, they will return to you the next time they are seeking answers to their problems.
Establishes Your Expertise
Every lead nurturing campaign should demonstrate your industry knowledge and authority on the subject matter. It should be well-research, grammatically correct, and professional written. It should also be relevant to your readers and to your brand.
Teaches Something New
Every lead nurturing email should contain a new tidbit of information that hasn’t been previously shared. Potential leads will stop reading your emails if you just regurgitate the same advice using different words.
An Irresistible Offer
The last thing every successful lead nurturing email should contain is an offer that is too good to pass up. It is always a good idea to conclude each email with a unique, special offer that they must act on immediately. Make sure the final offer highlights how your product or service will benefit the reader.
Every successful lead nurturing email campaign needs a catchy headline and intro to grab their attention and provide them with a solution to their problems. It should also offer real value, establish your expertise, teach the reader something new, and then finally present them with an offer they can’t refuse. If you still need more worthwhile lead nurturing campaign ideas, please read Lead Liaison’s earlier blog, three campaign ideas for lead nurturing success.